Video from Content Strategy Forum 2010, held 16 April 2010 in Paris, France. "Designing a Holistic Customer Experience" by Joyce Hostyn
Marketing focuses on promotion rather than education, integration, and refinement. The services and sales organizations gear up to sell and service the customer, creating their own content along the way, and often in ways that are inconsistent with the R&D and marketing impressions that have already been created. Too often this silo'd approach results in fragmented experiences and dissatisfied customers.
What would happen if all these groups saw themselves as collaborators working to create a content strategy designed to deliver a superior, holistic, customer experience across all customer touchpoints and all stages of the customer lifecycle? How can we get to this ideal end state? [Description from conference program]